Container For Consumer Product And Applicator

ABSTRACT

A container for a consumer product and an applicator is disclosed where the container is at least partially constructed of a translucent material and both the consumer product and the applicator are at least partially visible through the translucent material. Also, when the container is displayed at a point of purchase, the applicator is located above the centroid of the consumer product and the applicator covers a portion of the consumer product. The overlap of the applicator and the consumer product is visible through the translucent material.

TECHNICAL FIELD

The present specification generally relates to containers for consumerproducts and, in particular, to containers designed to display consumerproducts and associated applicators.

BACKGROUND

Containers for consumer products that serve to hold and display productsfor sale to end-users are commonly used for a variety of products. Fordisplay of consumer products that are intended for use with anaccompanying applicator, for example, cosmetics, body washes, automotiveproducts, and the like, it is known to store, transport and display theproduct and applicator in molded packages. The molded packages aredelivered to a store for purchase by a consumer. However, such moldedpackages often do not communicate the importance of the applicator sincethey hide or minimize the appearance of the applicator.

SUMMARY

The present invention contains and displays a consumer product andaccompanying applicator in a way that communicates the presence andimportance of the applicator. In one embodiment, a container for aconsumer product and an applicator is disclosed where the container isat least partially constructed of a translucent material and both theconsumer product and the applicator are at least partially visiblethrough the translucent material. Also, when the container is displayedat a point of purchase, the applicator is located above the centroid ofthe consumer product and the applicator covers a portion of the consumerproduct. The overlap of the applicator and the consumer product isvisible through the translucent material.

In another embodiment, the consumer product comprises a topical cosmeticfor skin and the applicator is designed to apply the topical cosmetic toskin.

In yet another embodiment, the container comprises multiple pieces ofmaterial that can be snapped, welded, or glued together to form a singleunit. Alternatively, the container is a single clamshell with a livinghinge as opposed to a multiple piece package.

These and additional features provided by the embodiments describedherein will be more fully understood in view of the following detaileddescription, in conjunction with the drawings.

BRIEF DESCRIPTION OF THE DRAWINGS

The embodiments set forth in the drawings are illustrative and exemplaryin nature and not intended to limit the subject matter defined by theclaims. The following detailed description of the illustrativeembodiments can be understood when read in conjunction with thefollowing drawings, where like structure is indicated with likereference numerals and in which:

FIG. 1 schematically depicts a perspective view of a container accordingto one or more embodiments shown or described herein;

FIG. 2 schematically depicts a perspective view of a container accordingto one or more embodiments shown or described herein

FIG. 3 schematically depicts a perspective view of a container accordingto one or more embodiments shown or described herein;

FIG. 4 schematically depicts a front view of a container according toone or more embodiments shown or described herein;

FIG. 5 schematically depicts a side view of a container according to oneor more embodiments shown or described herein;

FIG. 6 schematically depicts a back view of a container according to oneor more embodiments shown or described herein;

FIG. 7 schematically depicts a side view of a container according to oneor more embodiments shown or described herein;

FIG. 8 schematically depicts a top view of a container according to oneor more embodiments shown or described herein;

FIG. 9 schematically depicts a bottom view of a container according toone or more embodiments shown or described herein;

FIG. 10 schematically depicts a front view of an applicator according toone or more embodiments shown or described herein;

FIG. 11 schematically depicts a front view of a container according toone or more embodiments shown or described herein;

FIG. 12 schematically depicts a perspective view of a containeraccording to one or more embodiments shown or described herein;

FIG. 13 schematically depicts a perspective view of a front half of acontainer according to one or more embodiments shown or describedherein;

FIG. 14 schematically depicts a perspective view of a back half of acontainer according to one or more embodiments shown or describedherein;

DETAILED DESCRIPTION

The present invention is a container that increases the visibility andimpression of importance of an applicator for use in combination with aconsumer product. Some consumer products are optimally applied using anapplicator specifically designed for that product. Such applicators arecommonly packaged with the consumer product. The manufacturer mayindicate that the applicator should be used in conjunction with theproduct through printed instructions or instructions included on thecontainer or product. However, many consumers do not use the applicator.One issue is that the packaging of the applicator frequently hides it orreduces its importance to the consumer. In addition, loose or pressedpowder compositions and mascara products are commonly paired with anapplicator for effective use, and in these specific product contexts,consumers have become accustomed and familiar with seeing suchapplicators displayed prominently. However, the association of anapplicator in other consumer product contexts, such as liquid make-ups,is not viewed by consumers as expected or intuitive to be included withproduct as integral to performance.

The present invention has particular importance with regard tocosmetics. It can be particularly difficult to differentiate theapplicator as integral to the product performance, as most liquidmake-up users do not use and/or expect one with their liquid make-up.The present invention discovered that consumers will best understand theimportance of the applicator at the point of sale when it is placedabove the product, raising its apparent level of importance to theconsumer observation.

The container of the present invention focuses consumer attention on theapplicator through a variety of features and embodiments. The containercan be designed to hold an applicator in place above a product with theapplicator being able to move a pre determined amount to reinforce thepresence and importance of the applicator. The container also holds theapplicator so it partially overlaps the product, reinforcing the factthat the applicator should be used in conjunction with the product. Thisoverlap can be seen at the point of sale through the translucentmaterial of the container.

As used herein, the term “centroid” refers to the arithmetic mean(“average”) position of all the points in a plane figure ortwo-dimensional shape.

As used herein, the term “cream” broadly refers to a thick liquid orsemisolid cosmetic or medical preparation applied to the skin, and mayinclude materials described as emulsions, lotions, gels, pastes,jellies, or salves.

As used herein, the term “ledge” refers to a protuberance or raisedarea.

As used herein, the term “living hinge” refers to a thin flexible hinge(flexure bearing) made from the same material as the two rigid pieces itconnects.

Referring to the drawings in detail where like numerals indicate thesame element throughout the views, FIGS. 1 and 2, depict a perspectiveview of the container (10) for a consumer product (12) and an applicator(14). The container (10) is at least partially constructed of atranslucent material (16) and both the consumer product (12) and theapplicator (14) are at least partially visible through the translucentmaterial (16). When the container (10) is displayed at a point ofpurchase, the applicator (14) is located above the centroid (18) of theconsumer product (12). The applicator (14) covers a portion of theconsumer product (12). The coverage (19) (i.e. the area where theapplicator (14) overlaps the consumer product (12)) is visible throughthe translucent material (16). The container may take a variety of formsincluding thermoformed plastic film, injection molded, thermoformed,cast, assembled in flexible or air filled clear films, welded films,welded molded parts, compression molded materials, materials grownaround the contents including stereo lithographic and printed materials.The containers will be described in more detail herein with specificreference to the appended drawings. In one embodiment, the container(10) is completely constructed of a translucent material (16).

In one embodiment, the consumer product (12) comprises a topicalcosmetic for skin and the applicator (14) is designed to apply thetopical cosmetic to skin. In one embodiment, the topical cosmetic forskin is a liquid personal care composition. Alternatively, the topicalcosmetic for skin may be a cream. In another embodiment, the topicalcosmetic for skin has a viscosity in the range of about 1,000 cps(centipoise) to about 1,000,000 cps. Preferably, the topical cosmeticfor skin has a viscosity in the range of about 10,000 cps to about100,000 cps. A preferred example of the topical cosmetic is a make-upfoundation and/or concealer. Preferred types of creams include BB(beauty balm) type creams and CC (color correction) type creams.

In one embodiment, the container (10) comprises multiple pieces ofmaterial that can be snapped, welded, or glued together to form a singleunit. Alternatively, the container (10) is a single clamshell with aliving hinge.

Referring now to FIGS. 3 and 4, the container (10) may comprise a firstarea (30) for the consumer product and a second area (34) for theapplicator. Further, the second area (34) includes a ledge (36) toprevent the applicator (14) from substantially dislodging when thecontainer (10) is manipulated about its horizontal axis (X axis),vertical axis (Y axis) or depth axis (Z axis). FIG. 12 shows the X, Yand Z axis of a container (10).

In another embodiment, the second area (34) is between 5 and 100 percentlarger than the applicator (14). Preferably, the second area (34) isbetween 10 and 50 percent larger than the applicator (14). In anotherembodiment, the second area (34) is more than about 5 percent largerthan the applicator (14). Preferably, it is more than about 10 percentlarger than the applicator (14). In another embodiment, the second area(34) is less than about 80 percent larger than the applicator (14).Preferably, it is less than about 50 percent larger than the applicator(14). In one embodiment, the applicator (14) is held in place by theshape of the second area (34) in such a way that the applicator (14) isallowed to move a limited amount within the second area (34) when saidcontainer (10) is tilted relative to any of its X, Y or Z axis. Theapplicator (14) may move within the second area (34) in the X, Y, and Zaxis. While it might be considered common practice to severely restrictor prevent movement of an applicator in the container to avoiddislodgement in shipping and maximize uniformity of look in display, theinventors have surprisingly discovered this allowance of limitedmovement is preferable for significantly enhancing recognition of theapplicator and engagement with consumers at point of display. In oneembodiment, the applicator's (14) movement is more limited in the X axisthan it is in the Y and Z axis. In another embodiment, the applicator's(14) movement is more limited in both the X and Y axis than it is in theZ axis.

In one embodiment, the applicator (14) is visible in a 360 degree rangeof rotation about its Y axis. In another embodiment, the applicator (14)is visible in a 315 degree range of rotation about either its X axis orits Z axis. In yet another embodiment, the applicator (14) is visible ina 315 degree range of rotation about both its X and Z axis.

In one embodiment, the applicator (14) is translucent. Alternatively,the applicator may be nontranslucent or semi-translucent. In anotherembodiment, the consumer product (12) does not include a pump. This canbe important, since consumer products with pumps are commonly used bydispensing into the user's hand. To increase the likelihood of using anapplicator, a pump is preferably not included in the consumer product.

Referring now to FIGS. 5 to 9, various views of a container (10) areshown. FIG. 5 depicts a side view of a container (10). FIG. 6 depicts aback view of a container (10). FIG. 7 depicts a side view of a container(10). FIG. 8 depicts a top view of a container (10). FIG. 9 depicts abottom view of a container (10).

Referring now to FIGS. 10 and 11, the applicator (14) has an outerperimeter (40) and, in one embodiment, the ledge (36) of the second area(34) supports at least a portion of the perimeter (40) of the applicator(14). In one embodiment, the ledge (36) does not provide support to theentire perimeter (40) of the applicator (14).

Referring now to FIGS. 13 and 14, the container (10) may be formed froma front half (50) and a back half (60). In one embodiment, the halvesare thermoformed. In another embodiment, the back half (60) is flat,which prevents the front half (50) from fitting into it when twocomplete packs are tilted away from each other about their Y axis. Inone embodiment, the shapes of the front half (50) and back half (60) arecomplimentary, such that they maintain their orientation relative toeach other when multiple containers are compressed together from thefront and back (i.e., multiple containers are stackable). Thecomplimentary shapes of the front and back of the container may also beused in a single piece “clamshell” container.

The container (10) may be made from a variety of materials. Preferredmaterials include PET, PETE, PETG, PVC, acetyl, propionates, SAN,styrenes including GPS, polyolefin (PE, PP) starch based polymers,glass, poly carbonate, acrylic, composite materials containing clearmaterials married with opaque materials including celluloseconstructions. Additionally, materials of the container (10) may be madefrom sustainable, bio-sourced, recycled, recyclable, and/orbiodegradable materials. As used herein, “sustainable” refers to amaterial having an improvement of greater than 10% in some aspect of itsLife Cycle Assessment or Life Cycle Inventory, when compared to therelevant virgin, petroleum-based material that would otherwise have beenused for manufacture. As used herein, “Life Cycle Assessment” (LCA) or“Life Cycle Inventory” (LCI) refers to the investigation and evaluationof the environmental impacts of a given product or service caused ornecessitated by its existence. The LCA or LCI can involve a“cradle-to-grave” analysis, which refers to the full Life CycleAssessment or Life Cycle Inventory from manufacture (“cradle”) to usephase and disposal phase (“grave”). For example, high densitypolyethylene (HDPE) containers can be recycled into HDPE resin pellets,and then used to form containers, films, or injection molded articles,for example, saving a significant amount of fossil-fuel energy. At theend of its life, the polyethylene can be disposed of by incineration,for example. All inputs and outputs are considered for all the phases ofthe life cycle. As used herein, “End of Life” (EoL) scenario refers tothe disposal phase of the LCA or LCI. For example, polyethylene can berecycled, incinerated for energy (e.g., 1 kilogram of polyethyleneproduces as much energy as 1 kilogram of diesel oil), chemicallytransformed to other products, and recovered mechanically.Alternatively, LCA or LCI can involve a “cradle-to-gate” analysis, whichrefers to an assessment of a partial product life cycle from manufacture(“cradle”) to the factory gate (i.e., before it is transported to thecustomer) as a pellet. Alternatively, this second type of analysis isalso termed “cradle-to-cradle”. The film-based containers of the presentdisclosure may also be desirable because any virgin polymer used in themanufacture of the container may be derived from a renewable resource,or may be made from petro-based polymers, recycled polymers (postconsumer or industrially recycled, where both petro- and renewablepolymers are included), or a combination thereof.

As used herein, the prefix “bio-” is used to designate a material thathas been derived from a renewable resource. As used herein, a “renewableresource” is one that is produced by a natural process at a ratecomparable to its rate of consumption (e.g., within a 100 year timeframe). The resource can be replenished naturally, or via agriculturaltechniques. Nonlimiting examples of renewable resources include plants(e.g., sugar cane, beets, corn, potatoes, citrus fruit, woody plants,lignocellulosics, hemicellulosics, cellulosic waste), animals, fish,bacteria, fungi, and forestry products. These resources can be naturallyoccurring, hybrids, or genetically engineered organisms. Naturalresources such as crude oil, coal, natural gas, and peat, which takelonger than 100 years to form, are not considered renewable resources.Because at least part of the flexible barrier of containers of thepresent disclosure is derived from a renewable resource, which cansequester carbon dioxide, use of the flexible barrier may reduce globalwarming potential and fossil fuel consumption. For example, some LCA orLCI studies on HDPE resin have shown that about one ton of polyethylenemade from virgin, petroleum-based sources results in the emission of upto about 2.5 tons of carbon dioxide to the environment. Because sugarcane, for example, takes up carbon dioxide during growth, one ton ofpolyethylene made from sugar cane removes up to about 2.5 tons of carbondioxide from the environment. Thus, use of about one ton of polyethylenefrom a renewable resource, such as sugar cane, results in a decrease ofup to about 5 tons of environmental carbon dioxide versus using one tonof polyethylene derived from petroleum-based resources.

Nonlimiting examples of renewable polymers include polymers directlyproduced from organisms, such as polyhydroxyalkanoates (e.g.,poly(beta-hydroxyalkanoate),poly(3-hydroxybutyrate-co-3-hydroxyvalerate, NODAX™), and bacterialcellulose; polymers extracted from plants and biomass, such aspolysaccharides and derivatives thereof (e.g., gums, cellulose,cellulose esters, chitin, chitosan, starch, chemically modified starch),proteins (e.g., zein, whey, gluten, collagen), lipids, lignins, andnatural rubber; and current polymers derived from naturally sourcedmonomers and derivatives, such as bio-polyethylene, bio-polypropylene,polytrimethylene terephthalate, polylactic acid, NYLON 11, alkyd resins,succinic acid-based polyesters, and bio-polyethylene terephthalate.

A suitable method to assess materials derived from renewable resourcesis through ASTM D6866, which allows the determination of the biobasedcontent of materials using radiocarbon analysis by accelerator massspectrometry, liquid scintillation counting, and isotope massspectrometry. Other techniques for assessing the biobased content ofmaterials are described in U.S. Pat. Nos. 3,885,155, 4,427,884,4,973,841, 5,438,194, and 5,661,299, WO 2009/155086, each incorporatedherein by reference.

The container (10) may be provided in a variety of colors and designs,as to appeal to a consumer interested in purchasing the consumer product(12) and applicator (14). Additionally, materials forming the container(10) may be pigmented, colored, transparent, semitransparent, or opaque.The container (10) may include indicia such that a consumer interestedin purchasing the product can readily identify the product held in thecontainer (10), along with the brand name of the producer of the productheld in the container (10). The indicia may contain decorative elements.The indicia may also provide comment or instruction on use of theconsumer product (12) and/or container (10).

Containers as described herein may be used across a variety ofindustries to transport, merchandise, deliver, and dispense a variety ofproducts. One industry that containers described hereinabove may be usedis the consumer care industry. The consumer care industry produces andsupplies a variety of products to the industry and/or marketplace,including “consumer care products.” Such consumer care products offeredby the consumer care industry include, for example and withoutlimitation, soft surface cleaners, hard surface cleaners, and other likeconsumer products. Consumer care products may be supplied in a varietyof forms, for example and without limitation, liquids, gels,suspensions, powders, and the like. Consumer care products may also befor household or home care use as well as for professional, commercialand/or industrial use. The consumer product industry may also produce“personal care products” including, for example and without limitation,lipsticks, mascaras, rouge, foundations, blush, eyeliners, lip liners,lip gloss, nail polish, nail conditioner other cosmetics, facialpowders, body powders, hair treatment products including mousse, hairspray, styling gels, shampoo, hair conditioner (leave-in or rinse-out),cream rinse, hair dye, hair coloring product, hair shine product, hairserum, hair anti-frizz product, hair split-end repair products,permanent waving solution, antidandruff formulation; bath gels, showergels, body washes, facial cleaners, skin care products includingsunscreen and sun block lotions, lip balm, skin conditioner, coldcreams, moisturizers, body sprays, soaps, body scrubs, exfoliants,astringent, scrubbing lotions, depilatories, antiperspirantcompositions, deodorants, shaving products, pre-shaving products, aftershaving products, toothpaste, mouthwash, or oral care strips. Anotherindustry in which containers as described herein may be used to containproducts is the medicinal industry having product forms including, forexample and without limitation, medications, medicaments and treatmentswhich include, ointments, powders, creams, lotions, and the like.

The above-listed industries, among others, may employ a variety ofcontainer forms that could may be constructed according to the presentdisclosure, including, for example and without limitation, clamshellpackaging, blister packaging, tubes, tottles, cartons, trays, and thelike.

Every document cited herein, including any cross referenced or relatedpatent or patent publication, is hereby incorporated herein by referencein its entirety unless expressly excluded or otherwise limited. Thecitation of any document is not an admission that it is prior art withrespect to any document disclosed or claimed herein or that it alone, orin any combination with any other reference or references, teaches,suggests or discloses any such embodiment. Further, to the extent thatany meaning or definition of a term in this document conflicts with anymeaning or definition of the same term in a document incorporated byreference, the meaning or definition assigned to that term in thisdocument shall govern.

It is noted that the terms “substantially” and “about” may be utilizedherein to represent the inherent degree of uncertainty that may beattributed to any quantitative comparison, value, measurement, or otherrepresentation. These terms are also utilized herein to represent thedegree by which a quantitative representation may vary from a statedreference without resulting in a change in the basic function of thesubject matter at issue. The dimensions and values disclosed herein arenot to be understood as being strictly limited to the exact numericalvalues recited. Instead, unless otherwise specified, each such dimensionis intended to mean both the recited value and a functionally equivalentrange surrounding that value. For example, a dimension disclosed as “40mm” is intended to mean “about 40 mm”.

While particular embodiments have been illustrated and described herein,it should be understood that various other changes and modifications maybe made without departing from the spirit and scope of the claimedsubject matter. Moreover, although various aspects of the claimedsubject matter have been described herein, such aspects need not beutilized in combination. It is therefore intended that the appendedclaims cover all such changes and modifications that are within thescope of the claimed subject matter.

What is claimed is:
 1. A container (10) for a consumer product (12) andan applicator (14) wherein the container (10) is at least partiallyconstructed of a translucent material (16) and both the consumer product(12) and the applicator (14) are at least partially visible through thetranslucent material (16) and further, when the container (10) isdisplayed at a point of purchase, the applicator (14) is located abovethe centroid (18) of the consumer product (12) and the applicator (14)covers a portion of the consumer product (12), said coverage (19) beingvisible through the translucent material (16).
 2. The container of claim1 wherein the consumer product (12) comprises a topical cosmetic forskin and the applicator (14) is designed to apply the topical cosmeticto skin.
 3. The container of claim 1 wherein the container (10)comprises multiple pieces of material that can be snapped, welded, orglued together to form a single unit.
 4. The container of claim 1wherein the container (10) is a single clamshell with a living hinge. 5.The container of claim 3 wherein the container (10) comprises a firstarea (30) for the consumer product (12) and a second area (34) for theapplicator (14), wherein the second area (34) includes a ledge (36) toprevent the applicator (14) from substantially dislodging when thecontainer (10) is manipulated about its horizontal axis (X axis),vertical axis (Y axis) or depth axis (Z axis).
 6. The container of claim5 wherein the applicator (14) has an outer perimeter (40) and the ledge(36) of the second area (34) supports at least a portion of theperimeter (40) of the applicator (14).
 7. The container of claim 6wherein the ledge (36) does not provide support to the entire perimeter(40) of the applicator (14).
 8. The container of claim 5 wherein thesecond area (34) is between 5 and 100 percent larger than the applicator(14) and the applicator (14) is held in place by the shape of the secondarea (34) in such a way that the applicator (14) is allowed to move alimited amount within the second area (34) when said container (10) istilted relative to any of its X, Y or Z axis.
 9. The container of claim8 wherein the applicator (14) may move within the second area (34) inthe X, Y, and Z axis.
 10. The container of claim 9 wherein theapplicator's (14) movement is more limited in the X axis than it is inthe Y and Z axis.
 11. The container of claim 10 wherein the applicator's(14) movement is more limited in both the X and Y axis than it is in theZ axis.
 12. The container of claim 3 wherein the applicator (14) isvisible in a 360 degree range of rotation about its Y axis.
 13. Thecontainer of claim 3 wherein the applicator (14) is visible in a 315degree range of rotation about either its X axis or its Z axis.
 14. Thecontainer of claim 3 wherein the applicator (14) is visible in a 315degree range of rotation about both its X and Z axis.
 15. The containerof claim 3 wherein the container (10) is formed from a front half (50)and a back half (60), said halves being thermoformed and further,wherein the back half (60) is flat, which prevents the front half (50)from fitting into it when two complete packs are tilted away from eachother about their Y axis.
 16. The container of claim 15 wherein theshapes of the front half (50) and back half (60) are complimentary, suchthat they maintain their orientation relative to each other whenmultiple containers are compressed together from the front and back. 17.The container of claim 2 wherein the topical cosmetic for skin has aviscosity in the range of about 1,000 cps to about 1,000,000 cps. 18.The container of claim 2 wherein the topical cosmetic for skin isselected from the group consisting of a liquid personal carecompositions and creams.
 19. The container of claim 1 wherein theapplicator (14) is translucent.
 20. The container of claim 1 wherein theconsumer product (12) does not include a pump.